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Public relations agencies · Content marketing

Publish the thinking that shows a founder how you would handle their story.

Content marketing for a PR agency is writing the guides, commentary and case notes that show buyers how you think. GullySales drafts from your interviews and your principals review every claim before it goes out.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A communications team reviewing briefing material and media references

What content marketing means

Content marketing is writing articles, guides and pages that answer the questions buyers search before they are ready to enquire. This makes your business visible and trusted before the first call. GullySales plans this content from the first conversation onward, choosing topics that match real search demand rather than guesses.

Also for public relations agencies

Sales and marketing for public relations agencies, the overview.

Last updated 22 Oct 2026.

For public relations agencies

Where it usually goes wrong, and what we would do.

  • “Founders do not know what to ask for”

    A first-time buyer asks how many articles will appear. Content that explains what a retainer covers, and what editors decide, gives them better questions. Explain that editors decide what runs, and a founder learns to ask about angle and preparation instead of volume.

  • “Your own thought leadership is the product”

    An agency whose principals write clearly about the press wins trust before the meeting. Articles by your people are a working sample. Place your principals' articles where buyers read, so a prospect can see how you write before the first meeting.

  • “Case notes need the story, not the logo”

    What was the angle, why did a desk take it, what did the client learn. Told with consent and without figures, that carries more than a list of names. Describe the brief, the angle and what the client took from it, and keep logos and figures out unless permitted.

  • “Advice on paid content needs care”

    Sponsored placements raise questions of disclosure. Content should describe the difference in general terms and send readers to their own adviser for current rules. Explain that paid and earned placements differ, and ask readers to check current rules with their own adviser.

What we do

What we deliver for public relations agencies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Guides for first-time buyers

    What a PR retainer covers, how editors choose stories and what a founder should prepare, in plain words.

    Result: A buyer arrives with better questions.

  2. Commentary on sector news

    Short pieces on how a recent story in your sectors was handled and what it teaches.

    Result: Buyers see your judgement at work.

  3. Case notes with permission

    Stories of approved work told through brief, angle and response, with no unsupported numbers.

    Result: You show reasoning without inventing results.

  4. Byline plan for principals

    Topics and outlets for articles by your senior people, drafted from interviews.

    Result: Your principals are seen in the press you aim at.

  5. Review by an account lead

    Every piece read and corrected by a person who knows the work before it is published.

    Result: No page carries a claim your agency has not checked.

  6. Plain-words glossary

    Terms such as embargo, byline, beat and pitch explained for founders who have not worked with an agency.

    Result: A buyer can read your proposal without a translator.

  7. Reuse across channels

    Each guide cut into a LinkedIn post, a reply for the enquiry form and a line for the proposal.

    Result: One piece of writing serves the whole agency.

How the result is measured

  • Pages published
  • Organic traffic
  • Enquiries from content pages

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full content marketing page

Posts and pieces to plan

The pieces that show a founder how you would handle their story.

How to brief a PR agency for the first time
A guide for founders listing what to bring: the story, the date, the spokesperson and the questions they dread. It lets a founder judge agencies before the first call.
What a fair retainer scope looks like
A plain account of what a retainer covers and what is billed separately. Helps the finance head compare fees on the same basis.
Press note, byline or interview: which fits the story
A decision guide with a worked example. Needs your own reasoning in each case, not a definition of each term.
Handling a negative story as a hospital or developer
General principles of responding, with a line that facts and rules differ and the client should consult their own adviser. No promise about outcomes.
A case note, with permission
The situation, the approach and what the client did, with the client's written consent. State coverage as fact only if the client approves the wording.
A glossary in plain words
Embargo, byline, exclusive, off the record, in the founder's language. Cheap to write, and the page a new buyer reads first.

Who it is for

This is written for these public relations agencies.

  • Funded startups and scaleups, from seed to late stage
  • Hospitals, clinics and diagnostic chains
  • Real estate developers launching projects
  • D2C and consumer brands entering new cities
  • Professional firms such as law, accounting and consulting practices
  • Educational institutions and edtech firms
  • Listed and unlisted mid-sized corporates
  • Founders building a personal profile

Not for

It is not the right fit if.

  • No principal has time to be interviewed, so the writing would have no real view in it.
  • You have no permission to describe any client story, even without a name.
  • You expect a guide to replace the sales conversation, and the agency still has no one to run that conversation.

How it works

How the content marketing work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the plan

    Topics and formats come from the content strategy and the buyer-question list. The volume goes into the written scope, agreed with you, not into a number quoted on a call.

  2. 2

    Brief and draft

    Each piece starts from its one-page brief and a short conversation with your technical person, recorded if they allow it, so the draft uses their words.

  3. 3

    Check the facts

    Your person marks the draft for accuracy and we correct it. Regulated subjects also go to your own adviser, because restrictions on claims apply to articles as much as to advertisements.

  4. 4

    Publish and distribute

    The piece goes live on your site, then out through the channels where your buyers already are.

  5. 5

    Read the enquiries and adjust

    Results are reported against the baseline recorded before work began. Topics that brought readers but no enquiries are changed or dropped. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Who writes the content?
GullySales drafts from your interviews and notes. Your principals correct it. We never invent a result, and anything you cannot support is taken out. We also record which pieces were read before an enquiry.
Can we write about sponsored content?
In general terms only, and with disclosure in mind. Rules differ by body and change, so your adviser checks that page before it goes live.
Do we need a newsletter?
Not at the start. A good guide and steady commentary come first. We add a newsletter when you have subscribers who asked for it.
Can a case note include the coverage a client received?
Only with the client's written permission and only coverage that exists and can be linked. Do not imply the result came from your work alone, or that another client would see it. Where the client is a hospital or developer, check wording against the rules for their field.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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Everything else we would do for you.

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Also for public relations agencies

Or start from the overview: sales and marketing for public relations agencies.

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